Shoppable video. One-click buying

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Shoppable video is becoming a popular conversion option for e-commerce businesses. This new format is video that contains interactive hotspots. A user can highlight (click) an item of interest and purchase it without leaving the page. One click - minimum effort.

We're used to having product links from YouTube promotional videos or social media ads placed below or next to it. To make a purchase, the customer has to click on the link. That's a risk. Every extra step in the transaction could be the last one: the user gets distracted, "loses" the link or bookmark, leaves the page and never returns to it.

Video with a purchase option has become a breakthrough for the e-commerce sphere. The customer can place an order and buy a product without having to go to other sites or pages. Demand for video content is growing, with 54% of consumers saying they like this form of advertising. They're interested in the interactive presentation and playfulness.

How do shoppable videos work?
Shoppable video is a relatively new technology and a special direction for e-commerce. This tool reduces several steps in the sales funnel. A seller can integrate videos on their website and on other digital platforms such as YouTube or Instagram. Interactive shopping video hotspots direct customers to an external page. Pop-ups within the video help to make a purchase.

The path to purchase: optimization
It takes just one click to add an item to cart and continue viewing video content. A "see, click, and buy" system reduces the number of steps and pages a consumer has to go through to make a purchase.

Conversions: improved rates
Streamlining the buying process improves conversion rates. When the "come to the site" to "buy" path is long and confusing, the consumer very often loses interest and gives up on the purchase while browsing the page. By using a purchase-enabled video, the merchant shortens this path as much as possible and simplifies the user's experience. One study shows that a purchase opportunity video can increase conversion rates by 30%.
Customer experience
Shopping videos are an easy way to improve the customer experience with one-click shopping. It encourages repeat purchases.

The possibilities of shoppable video are quite extensive. The technology allows for: hyper-targeted and dynamic videos, popular product galleries, 360° virtual showrooms, geo-tagging.

Increased revenue
New technology increases website click-through rates and affects user loyalty and engagement. Purchase frequency can increase many times over, and very often there is a steady increase in sales.

Shoppable video can be a powerful tool in advertising campaigns, allowing marketers to collect real-time information. The resulting data is analysed to find out which products generate the most interest from the audience.
Valuable data
All platforms that are used to create and distribute purchaseable videos allow you to track results with built-in analytics. By analyzing this valuable information, it is possible to build a portrait of the customer and study: their behavior, habits, demographic characteristics.

Social media
Instagram is one of the first to use video for shopping on its platform. The hosting feature is for business accounts only and limits the ability to tag up to five products in a video. TikTok, being a video-only social media platform, was quick to allow brands to submit videos with shopping opportunities for a simple 'click to cart' feature. In YouTube videos, users can view product images below the ads. This requires them to sync with Google Merchant Center.

It is clear that shoppable video technology will improve and change. As the market develops, consumer preferences, trends and product characteristics will change. Fincraft Capital s.r.o. is using shoppable video as the starting point for customer campaigns. The real-time data obtained allows us to find out which products resonate the most.